Radhika Goenka of the Welspun Group is bringing her luxury brand, The Lingerie Shop, to Delhi with the city’s first ever lingerie vending machine at the Indira Gandhi International Airport. The Mumbai-based brand was launched earlier this year and has been a rage ever since on e-commerce platforms. The country’s first lingerie vending machine was launched by the group at Mumbai’s VAMA Departmental Store.

The idea is to promote lingerie shopping in public. Often considered a taboo in India, women still shy away from buying their favourite lingerie at malls and in stores. These vending machines will stock pre-packaged lingerie in multiple styles and sizes from the chic, all black ‘Be Mine’ Collection by The Lingerie Shop. You can pick the perfect fit effortlessly, and the returns too are just a click away.

According to reports, The Lingerie Shop will gradually install more such vending machines across various Indian cities. Goenka hopes to revolutionise the Indian lingerie market with her path-breaking idea of introducing lingerie vending machines.